These above owned and paid media should be developed and designed according to the engineering firm design specifications; and must have what we call NAP coherence, meaning that the Business Name, Address, and Phone must be the same in all owned and paid media. This NAP coherence will help the engineering firm with the Google ranking.

Digital marketing for engineering firms

Content

Content is probably the most important component of digital marketing for engineering firms.

There are many types of digital contents, however, there is one that is the most important and that is the “article” or what we call the mini-essay. One business idea well written and well distributed have a bigger impact in the audience (prospects and customers) and in the Google search algorithm, than any other type of content.

The articles for an engineering firm can be written about any of the following topics: projects designed and developed by the firm, case studies, firm specialization areas, industry recognition honors, and any other topic related with the firm specialization areas.

Digital content for an engineering firm has two challenges. One and first challenge is the content strategy and production, and the second challenge is the content distribution.

Content distribution is key for reaching the audience and getting the customers and prospects engagement, which are both necessary for business growth and Google search algorithm ranking.

The articles should be distributed in all the engineering firm owned and paid media described above at the beginning of this article in the Media section, including sending the articles to the customers and prospects email database, and broadcasting the articles topic with customers and prospects online webinars. Article distribution is key for success. Articles reach is key for success.

Digital marketing for engineering firms

Ads

There are two types of digital advertising, search advertising and display advertising. Search ad is the one that appears in the first page of Google (or Bing, Yahoo) search results. Display ad is the one that appears when users browse Internet or Apps.

There are two leaders in digital advertising, Google and Facebook. There are other small players such as Twitter, LinkedIn, Amazon, Ebay, Skype.

We recommend for an engineering firm to have a Google search ad campaign and a Google display ad campaign. A LinkedIn display campaign can be also recommended.

Google marketing products

An engineering firm must have the following Google marketing products setup, launched and approved:

Google Search Console

Google Webmaster Guidelines

Google AMP

Google Analytics

Google AdWords

Google mobile test

Google speed test

Google Tag Manager

Google My Business

Google My Business Address verification

Google MAPS address verification

All these Google marketing products in place will help the engineering firm with the digital marketing success and will also help the engineering firm with the Google ranking.

Digital marketing for engineering firms must include the design, development and maintenance of these fout major components of a digital marketing project: media, content, ads, and Google marketing products.

Once these four major digital marketing components are in place, and running well, then your engineering firm will begin to enjoy what we call “being found, seen, and remembered” in the digital world. Sooner or later this business accomplishment will benefit the engineering firm in terms of new customers and new projects.

Is your engineering firm currently being found, seen and remembered in the digital world?

This article was written by University of Michigan engineer Julio Sanoja Rial, CEO & Founder of MSalesLeads, a digital marketing agency for small businesses that you can visit at www.msalesleads.com